As social platforms evolve, 2025 is shaping up as a battleground between short-form video giants and conversational networks. TikTok remains a powerhouse, but Threads is redefining how users engage — and where brands choose to invest.
TikTok: Still dominant, still evolving
TikTok continues to dominate the short-form video landscape. According to Sendible, it boasts over 2.05 billion users globally and remains a central platform for brands, creators, and trends.
The platform’s algorithm and addictive design keep users hooked, with recent data showing average viewing times for casual users nearly doubling.
In 2025, TikTok is pushing new features — experimenting with longer-form content, creator monetization, and enhanced in-app commerce — in response to shifting consumption preferences.
Threads: Building community, monetization promise
Meta’s Threads is gaining momentum, especially with its new Communities feature that lets users join interest-based groups (e.g. books, TV, AI).
Earlier this year, Threads opened advertising to global brands — a major step toward monetization and positioning itself as a dual social + business platform.
With a reported user base exceeding 350 million monthly active users, Threads is no longer just a microblogging experiment — it’s becoming a serious contender.
Why these platforms are winning
Short-Form Video Rules the Roost
Short-form content remains king in 2025, with TikTok, Instagram Reels, and YouTube Shorts driving platform engagement and ad budgets.
Brands see it as the best return on investment, and creators enjoy faster reach and virality through quick, snackable content.
Deeper Connections Through Communities
Threads’ community-first strategy appeals to niche interests and meaningful conversations — a contrast to the scroll-driven model.
This approach helps users feel invested, and gives brands a new medium to target passionate audiences.
Reactions from creators and marketers
Many content creators now produce across multiple platforms — splitting focus between TikTok’s high reach and Threads’ engagement-based spaces.
Marketers are reallocating budgets: while TikTok remains a top ad spend destination, Meta’s push to monetize Threads has sparked interest from brands seeking diversified exposure.
Some analysts caution that over-reliance on algorithm-driven virality may amplify short-lived trends over meaningful narratives.
Broader impact on social media strategy
- Platform diversification is becoming essential. Brands no longer “go all in” on one app.
- Communities may pave the way for subscription models, micro-payments, or premium content.
- Creators with cross-platform strength can mitigate algorithm volatility and monetize more sustainably.
- Platforms will increasingly blend video + conversation formats, challenging the old silos of “photo app,” “video app,” or “text app.”
